Learning and Leaving From Brussels

By Monty Hagler

Let’s start with the end.

There are remarkably few reminders of the March terror attacks in Brussels until you depart for the recently reopened airport three hours in advance of the flight home, laden with Belgian chocolates. Traffic jams and merges into a single lane on the approach, allowing soldiers at multiple check points to peer into vehicles as they slowly move forward. Taxis drop passengers 400 yards from the terminal. Hundreds of people drag their bags towards the base of the parking deck. Then up you climb, circling the spiraling car ramp in loops that make you breathe like the 30-minute mark in spin class.

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Millennial Market Shifts Trend in Beer Advertising

By Heather Ebert

Beer advertisements have typically tended to have funny, playful or sensual undertones. The goal of a beer ad is to influence preferences by appealing to emotions rather than trying to convince consumers one brand of beer is better, because let’s face it – beer drinkers know that one brand of beer is just as likely to get them as drunk as the next, even if it tastes like water. In turn, we see horses, puppies and scantily-clad women across our TV screens and in print. But lately, it seems as though some brands have turned away from these images to focus on tapping into a new market – the “socially conscious millennials.”

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4 Ways to Prepare for Instagram’s Upcoming Algorithm

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By Kat Pallotta

Instagram currently boasts more than 400 million active users. As of now, users view posts in chronological order. However, in the next few months Instagram plans to integrate an algorithm that predicts which photos users will “like” based on relationships with other users, timing, and interactions, including likes and comments. These photos will appear higher in feeds instead of chronologically.

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2016 Super Bowl Ads – Part 1: Celebrities and Pop Culture References Prevail

This year’s Super Bowl game might not have been all that memorable, but the ads are definitely worth talking about. Many commercials made us laugh, some commercials stirred our emotions, and other commercials left us scratching our heads (puppymonkeybaby??). Among this diverse list of TV spots, a common ad strategy emerged: the use of celebrities and pop culture references. Several brands incorporated famous personalities or funny memes into their ad’s message, effectively capturing the viewer’s attention and leaving a lasting impression of the product. Continue reading to find out which RLF staff members identified their favorite ads in this category.

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Major (key emoji) for Brands: Staying Relevant

By Kat Pallotta

Over the past few weeks, you may have seen people use “Major (key emoji) to success” in an Instagram caption, Snapchat, Facebook post or tweet. This phrase refers to the popular Snapchat account of hip-hop producer DJ Khaled. More than 2 million people a day watch Khaled’s Snapchat stories that feature what he believes are major keys to success.

Leading brands such as MasterCard and Uber have participated in the DJ Khaled phenomenon by tweeting his trademark phrase in relation to their services. “Major (key emoji) Alert: If you need ID Theft alerts, we’ve got you covered (credit card emoji) #blessup,” tweeted MasterCard. The White House, which recently joined Snapchat, also used the phrase in its “My Story” the day before the State of the Union address, stating: “Major (key emoji): Get some rest before the big day.”

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Spring Intern Spotlight: Kelsey Payne

While communications writing is a large part of what we do at RLF, creative execution is also essential to our client work. RLF’s creative department continues to grow with the addition of Kelsey Payne, our very first graphic design intern. Kelsey will shadow our creative director, gaining insight into the creative process for various types of projects.

Read more about Kelsey in our final spring intern spotlight.

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